Music bigwig Jordan Schur, president of Universal Music’s Geffen Records, has made an investment in men’s sportswear label Lotto North America.

Schur, who will join Lotto’s board, would not disclose the size of the investment, beyond saying that it was “significant.”

“Fashion and entertainment are continuing to converge,” said Schur, who recently launched a couture label, called Michon Schur, with his wife Stephanie.

Lotto North America was launched last May as a partnership between investment firm DCS Group and the brand’s Italian owner Lotto Sport Italia to bring the label to the United States.

Known in Europe as a maker of high performance athletic gear, Lotto is aiming for more of a lifestyle crowd in the U.S. with edgy sneakers, cashmere sweaters and polo shirts.

The clothes are currently sold in about 75 specialty stores, including Atrium in New York and Fred Segal in Los Angeles, said David Schulte, founder of DCS and a former executive with talent management outfit The Firm.

Come spring, Schulte continued, Lotto would be available in the young men’s departments of seven Bloomingdale’s stores, including those in New York.

All told, Lotto’s U.S. sales total about $15 million Schulte said.

Schur, who has helped develop such artists as Mary J. Blige and Limp Bizkit, said Lotto is nearing a turning point.

“I’ve seen it with music,” Schur said. “It starts in the street, and then there’s a spillover effect.”